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WildBrain CPLG adds Italy and India to Hasbro and eOne remit

WildBrain CPLG is consolidating its representation of Hasbro and eOne properties with the addition of Italy (Hasbro and eOne) and India (Hasbro only) to its remit.

In addition, WildBrain CPLG’s existing representation deal has been renewed, under which the agency handles Hasbro/eOne’s portfolio of brands in Central and Eastern Europe (CEE), Benelux, the Nordics and Turkey.

Across all of these territories, WildBrain CPLG now represents the full portfolio of Hasbro’s brands including My Little Pony, Transformers, Nerf, Play-Doh, Dungeons & Dragons, Power Rangers and Magic: The Gathering. Representation also includes all Hasbro Gaming brands, such as Monopoly, Cluedo, Twister and Trivial Pursuit.

WildBrain CPLG also represents brands such as Peppa Pig and PJ Masks across these territories, excluding India. WildBrain CPLG handles key merchandising categories for all of these brands including apparel and accessories, arts and crafts, homewares, food and beverage, health and beauty, electronics, pet supplies and toys.

“We’ve established a hugely successful relationship with Hasbro/eOne and have already brought their beloved brands to life for a vast audience,” commented Maarten Weck, evp and md at WildBrain CPLG. “The renewal and expansion into additional markets is testament to the strength of our partnership, and we know that Italy and India will provide significant opportunities for future growth and innovative collaborations.

“We look forward to continuing this journey with Hasbro/eOne and using our robust local and global expertise to build engaging consumer products programmes for the long-term.”

Marianne James, vp EMEA & Asia licensed consumer products at Hasbro, continued: “Since we started working with WildBrain CPLG three years ago, Hasbro has seen growth across merchandise for many of our esteemed brands in the European market, deeming our partnership a huge success. We’re thrilled to continue working with WildBrain to help scale up our brands in Italy and India. We’re confident that they’ll bring success to these key regions.”

New deals across EMEA

Within existing markets, WildBrain CPLG has signed BOTI for a Transformers-themed line in Benelux of the toy company’s popular Battle Cubes product, while BONNE is now on board for Peppa Pig smoothies in Finland. In CEE, new deals include a direct to retail partnership for Peppa Pig with footwear retailer CCC, and a deal with Trendmaster for a confectionery offering across Nerf, My Little Pony and Transformers.

In Turkey, Ceren has added PJ Masks alongside its existing Play-Doh deal in the stationery category, and the agency has signed its first deals for Peppa Pig with Ermoda for apparel and Mori Toys for puzzles.

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